Why You Love Free – And How to Take Advantage of It

Everyone loves a bargain, right? And there’s no better bargain than when it costs absolutely nothing. But sometimes, it can feel like when anyone sees the word ‘free’ stamped across a product, they lose control.

Ok, we all do it. We’re rational right up until the point that we can get something for nothing, which is the exact moment that logic is thrown out the window. Even when it makes no actual sense, the fact that something was free means we’ll take it. We’ll queue for hours just to get a free pancake; we’ll slaughter anyone who tries to get a free smiley face sticker before we do; and we’ll accept poorer deals just because we don’t want to shell out.

In short, we’re psychologically wired to get a buzz from free things. There’s an emotional charge we can’t resist, even if it means, conversely, it’s costing far more. There’s no such thing as a free lunch. Sure, you’re not paying with cold, hard cash, but that doesn’t mean you’re getting it for nothing. For one thing, your valuable time is being spent, and for another, you could end up with a product that’s inarguably worse than what you would’ve got – although you won’t think that at the time. Because it’s free, your brain adds extra value and benefit to the product. Nice one, brain!

Tap into Emotion

When you’re planning your promotional DVD and CD giveaway (something we’d love to help with, by the way), do you consider what its ultimate purpose of the freebie? And how to best tap into that intrinsic emotion we feel when something is – gasp – free!

In the case of freebies, it’s likely that your main goal will be raising awareness. Folks might not be willing to pay for, say, your new EP, but if you hook them with a giveaway, you’re betting on them coming back for more. It’s the same reason supermarkets offer cheese on cocktail sticks – they’re teasing you with a sample, in the hopes that you’ll stump up for the pleasure next time.

But there’s something more involved when handing out a freebie. Something that directly affects your entire brand: how you’re perceived by your clients and customers.

Like Brand Loyalty

When you gift someone something for free (and it genuinely doesn’t matter what it is… within reason), a strange and magical thing happens. They like you. That’s a gift that money – or the customer’s money, at least – literally can’t buy. Building brand loyalty is another benefit of the giveaway.

Consider why Coca Cola hand out free cans at the height of summer. They don’t need the advertising; they’re one of the world’s most successful and recognisable brands. But what they don’t want is for you to choose a Pepsi the next time the thirst hits. And folks are so much more likely to choose Coke if they know Coke has, in a way, reciprocated (or even initiated) that relationship. The same is true for your own freebies.

There are some fantastic reasons to choose a promotional giveaway. Whether it’s showcasing your entire brand, your latest product, or keeping that awful competition at bay. Drop us a line and we’ll be delighted to offer our affordable, flexible service to deliver your content to market.